100930 happenings lecture

Design Studio

NABA - Design Studio 2010 - communication class 30th september, 2010, HAPPENINGS

communication class

(brands) happenings

Design Studiowhat are we doing today?

(brands) happenings2.00-5.00 pm

# students presentation

# lecturehappenings:in brand / art / all the field of design / guerrilla marketing

# work in class- references search- strategy proposal


what about BRAND?

happenings?


happenings | definition

happenings / events / [....]

your project could be simply described as:“make something (cool) happen”.


happenings | definition

happenings / events / [....]

starting from this, we could take inspiration from the whole field of design, past and the present.


brand happening | product (red)


project (red)



what is it?

product (red) is a brand licensed to partner companies such as American Express, Apple Inc., Starbucks, Converse, Motorola, Gap, Emporio Armani, Hallmark, Microsoft, and Dell, to raise money for the Global Fund to Fight AIDS, Tuberculosis and Malaria.

Each partner company creates a product with the Product Red logo. In return for the opportunity to increase its own revenue through the Product Red products that it sells, a percentage of the profit is given to the Global Fund.



what is it?



why is it interesting?

it joins different aspects of communication with (just) a well designed container:

- different companies- different aims- different outputs (products, adv, events)

a “higher level” brand promoting social awarness through a partnership with other brands.

brand happening | camparitivo




what is it? / why is it interesting?

A project of interior + events design by Matteo Ragni.

Started as the exhibition for the 150 years of campari (temporary exhibition), finally became a permanent venue.

Matteo Ragni designed a space for aperitivo in Triennale, where customers can only drink CAMPARI,and where CAMPARI lives in every detail.

(space, experience, products)

+ link between art exhibitions and campari


telescopes / future lookingNABA - Design Studio 2010 - communication class 30th september, 2010, HAPPENINGS

brand happening | nokia trends lab





A project by Nokia Europe that promoted musical creativity through events and contests.

“Music gets you talking”

During these events, sms are used to communicate with the artists.

“send an sms to the band now playing (number displayed) and win the backstage”

Nokia also offers bluetooth connectivity to let customers post pictures directly on videowalls on stage.

brand happening | bomisa tresure





For their 90 years of activity, Bomisa, a leading manufacturer of brands and buttons asked the architect Duilio Forte to design an experiencial exhibition:

Duilio Forte presented the work Fafnir , the dragon of Norse mythology.

The sculpture in wood and iron, 5 meters high and 12 meters long, holds the treasure of Bomisa inside its belly.

brand happening | interni think tank





interni think tank was held on display at the universita degli studi di milano,proposing reflections on the need for renewal and changing values in design in the newmillenium.

with the contributions of international designers, through experimental installations,the exhibition offers a grand, spectacular composition, with the support of companies active in the field of design and architecture that have achieved levels of excellence in their respective areas of production.

brand happening | nike run dem crew





nike run dem crew is a running club, a collective of creative heads with a passion for running and the exchange of ideas who meet every Tuesday and run the streets of London.

As well as exploring the streets of London the Run Dem Crew also celebrates the diverse urban environment that surrounds the 1948 space with post run workshops, films and talks.

art happening | compasso di latta



what is it? / why it’s interesting

It has been the NABA exhibition for the Salone del Mobile 2010:

The exhibition consisted in a series of workshops open to the public at the Triennale Bovisa.

The subjects of the work were taken from a series of key words invention – change – craftwork – minute production runs – micro-productions – sustainability – reflection – experimentation – humble materials – contaminations – humankind – machine – thoughts

– action – design – theatre.

common theme of all the workshops was the creation of infinite ‘collections’. A collection of collections: whistles, lamps, minimal living spaces, shoes, clothes, software...




... For the entire week of the Fair, the Triennale Bovisa became the location of this theatre turned into a school (or this school turned into a theatre), a place open to the entire city, to the visitors, to students and to design professionals.



art happening | field party / sejima

art happening | field party / sejima



Responding to the request “riqualify suburban outskirts of Tokyo” Sejima undertook a “relational project” with her students:

They created in the place a 12m x 12m grid of approximately one hundred barbecues set up on a large field in the suburban outskirts of Tokyo.

Each barbecue offered only one type of meat or vegetable (some nodes offered drinks).

The inhabitants of this sleepy suburb roamed the field to taste the different dishes while encountering their neighbors along the way. “The party looks disconnected, but people share the coming dusk together, and they were happy”.


art happening | marti guixe, candy restaurant


art happening | marti guixe, candy restaurantwhat is it? / why is it interesting?

It started as an exhibition, it became a permanent restaurant.

The space is configured like an unordinary restaurant, with a preparation area where the candy chef organize the dishes and a dinning room with a round table and seats for eating candies formally.

The candies are served in a menu, with instructions how to be eaten, this menu configures a meal. Four different menues are available.

Candy Restaurant in this way formalize the ocasionally act of eating a candy by bringing it into the rituals of allday food, and transforming then alldays into a more contemporary experience and feeling.


art happening | marti guixe, candy restaurant


art happening | - Marije Vogelzank, Axis Gallerywhat is it? / why is it interesting?

Axis Gallery is the first design Gallery in tokyo.it exhibited projects that are on the border between food events and art exhibition:

“As part of the exhibition we hosted a sharing dinner for 40 people which was filmed. During the exhibition itself, the movie of the dinner has been showed on little tv’s inside the tablecloth.”


art happening | - Marije Vogelzank, Axis Gallery

eating design



the ham man


art happening | Pixel Notes, Duncan Wilson


art happening | Pixel Notes, Duncan Wilsonwhat is it? / why is it interesting?

Notes of different kinds make up the wallpaper, Pixelnotes from artist and graphic designer Duncan Wilson.

The wallpaper is made up of four layers divided into individual squares resembling sticky notes.

The notes can even be written upon and detached, exposing a different colored note from the layer beneath.

As notes are removed, a pattern begins to reveal itself.

(halfway between a design project and an art installation)


art happening | Pixel Notes, Duncan Wilson


art happening | urbanfields, urban aesthethic appropriation


floating citySelf made inflatable based experiments for a light and floating urban scenario underneath the Corso Francia viaduct in Rome

Project by: Daniele Mancini and the students of Urban Exhibition Design Class ’08 (First School of Architecture in Rome)


from all the design field... | drive-in


drive-inA drive-in is a facility such as a bank, restaurant, or movie theater where one can literally drive in with an automobile for service. It is usually distinguished from a drive-through.

At a drive-in restaurant, for example, customers park their vehicles and are usually served by staff who walk out to take orders and return with food, encouraging diners to remain parked while they eat.

(designing new experiences / mixing ingredients)


from all the design field... | house concert


house concertA house concert or home concert is a musical concert or performance art that is presented in someone’s home or apartment, or a nearby small private space such as a barn, apartment rec room, lawn, or back yard.

Typically, the audience capacity for a house concert is smaller than at a coffeehouse or club. Generally tickets are not sold in advance,Generally you know the place just on the concert evening (by sms, or email), it remains secret until the end.



from all the design field... | silent disco


silent discoA silent disco is a disco where people dance to music listened to on headphones.

Those without the headphones hear no music, giving the effect of a room full of people dancing to nothing. Often two DJs compete for listeners.



from all the design field... | guerrilla restaurants


guerrilla restaurantsThe philosophy of Guerrilla Restaurants is to use a private space (flats, ateliers, cellars…) and arrange it as a “secret” restaurant, characterised by a homemade kitchen and a cozy alternative atmosphere.

These events are normally promoted through social networks or by word of mouth; the working time is of course irregular since they’re not ordinary or even legal restaurants. After the success of Ghetto Gourmet, hundreds of similar projects emerged all over the world.



...from guerrilla marketing | guerrilla marketing

what is it? guerrilla marketing

(events + communication)

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.

Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive, and consumers are targeted in unexpected places.

(designing new experiences, creating curiosity)


...from guerrilla marketing | guerrilla marketing / examples

Design Studiowhat are we doing today?

work in class- references search- strategy proposal(don’t forget we’re talking about ACTIVE! !)

thursday 14th october:MID TERMDESIGN STUDIO (interior + interaction + communication)concept delivery


100930 happenings lecture

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